Fairmont Hotel inaugurated in Dubai

The doors of the Fairmont Hotel on Sheikh Zayed Road are open and the 400-strong staff team are ready to be of service.

But as the 28th five-star hotel in Dubai, the management knows it has its work cut out to get its fair share of the market. And while it is quietly confident the hotel will be a success, the team is also being realistic.

The Fairmont aims to have an average of 50 to 60 per cent occupancy in the first year, said Stephen Banks, regional director of sales and marketing.

Positioning itself as a premier business and leisure hotel, the Fairmont expects most of its direct competition to come from the Emirates Towers.

With the same style, location, and price brackets, it was inevitable that the two would be compared, said Michael Kaile, vice-president and hotel general manager.

But Kaile added competition should not get in the way of promoting Dubai. "We have to stop looking at competition and start selling the destination."

While Fairmont Hotels and Resorts is new to the region, the company aims to play a key role in boosting the business of the hospitality sector in Dubai.

"As newcomers to the city, we know we face considerable competition, given the quality of hotels in Dubai - but there is no doubt that the Fairmont has a wealth of facilities that will appeal to both business travellers and leisure guests.

"Our location could not be better, facing the site of the new Dubai International Convention Centre that will host the IMF conference in September 2003."

The hotel, which has 393 rooms, only has 150 open at the moment. This gives the staff time to find their feet in new surroundings, as the final touches are put on other rooms and the penthouses - which should be ready by March. Yesterday, when the hotel first opened to the public, more than 70 arrivals were confirmed.

There has also been success with leasing of the hotels two and three bedroom apartments which range in price from Dh92,000 to Dh145,000. According to Kent Cooper, director of sales, 60 per cent of the unfurnished 115 apartments have been leased.

Residents are entitled to use the hotel's spa which has two pools - one for the morning sun and one for the afternoon sun!

The 34-storey building has pedestrian access to the Dubai World Trade Centre, 128 suites, 12 restaurants and lounges, a 40,000 square foot spa and health club.

The hotel has been built with the cooperation of Dr. Sheikh Sultan bin Khalifa Al Nahyan's private office and Fairmont Hotels and Resorts. For this month and March, an introductory Dh450 a night is being offered.